earticle

영어

The extant literature emphasizes the importance of knowledge base management as a resource in building a firm’s capabilities. However, it does not provide sufficient empirical evidence on how knowledge base management creates customer value, especially for B2B firms. We propose and empirically test a conceptual model that examines how knowledge proficiency influences value creation capabilities, which eventually improve creativity of new product and marketing program. Further, this study explores the equivocal role of market sensing competency in explaining the link between knowledge proficiency and value creation capabilities. The survey results from B2B firms reveal that technological knowledge generally enhances two dimensions of value creation capabilities, new product development (NPD) and marketing capabilities. However, market knowledge does not necessarily improve these capabilities directly. Interestingly, we find that market sensing competency plays a pivotal moderating role in explaining the link between knowledge proficiency and value creation capabilities. This study contributes to the marketing strategy literature by exploring the relationships among proficiency of market and technological knowledge, value creation capabilities, and creativity, with market sensing competency as a crucial moderator.